If you don’t have any experience with stand-alone mailings, you’re probably asking yourself “What are stand-alone mailings? What do they achieve? Are they worthwhile for our company?” At least that’s how I felt many years ago as the Head of Marketing at Schleicher & Schuell. I wasn’t really convinced by what the third-party providers were telling me. Nobody wanted to,…

E-mail marketing is on everyone’s lips at the moment. But from what I see, many B2B companies are still not aware of the opportunities left untapped in e-mail marketing – even though e-mail marketing is the most successful online marketing tool of all. With this blog article, I hope to enthuse you for e-mail marketing and show you how the…

All of us constantly receive marketing e-mails and newsletters. Have you ever noticed that some of these e-mails display their contained images immediately upon being opened while most show no images at all? Some of those text-only ones even look as if they are defective, right? Do you ask yourself how your own newsletters appear to recipients and what first…

In the English speaking world, commercial e-mailings and newsletters typically use either an informal salutation such as “Dear Rolf” or – even more commonly – none at all. In this respect, however, German language e-mailings to professionals in Germany, Austria and Switzerland (the so-called “DACH” countries, an abbreviation composed of their country codes as found on cars) are an entirely…

Here it is: the final part of our series of articles on online marketing performance indicators, which looks at two key figures that I believe ought to feature more in B2B marketing considerations than they often do. They are the social sharing rate, which is the rate of content recommendations posted on social media, and the mobile reading rate, the…

Gradually we’re coming towards the end of our series of articles on “Online marketing performance indicators“. Today’s subject is conversion and its derivative, the conversion rate. Conversion is, in general, the induced transformation of a potential buyer into a more promising potential buyer or an actual buyer. The conversion rate tells us which proportion of a targeted group or of…

It happens all the time: an e-newsletter with content tailored specifically towards a target group mysteriously turns out to be a flop for unknown reasons. The root cause analysis begins, covering analyses of the open rate [OR], click-through rate [CTR] and click-to-open rate [CTOR]. And then it dawns on the person in charge: “If only I had carried out a…

Today’s subject in our series “Online Marketing Performance Indicators” is the click-to-open rate (CTOR). In part 3 of our series, we introduced you to the click-through rate (CTR), which represents the number of clicks by recipients of your e-mail shot or newsletter as a percentage of the number of recipients. What the CTOR relates the number of clicks to is,…

If there is a most crucial indicator to assess the success of direct e-mail campaigns, then that would have to be the number of clicks. This value and the resulting click-trough rate (CTR) are the subject of this third part of our series of articles “Online Marketing Performance Indicators“. The reason why you disseminate direct e-mails is usually that you…

This blog entry in our series “Online Marketing Performance Indicators” is about the open rate of e-mail shots and newsletters. To evaluate the success of our newsletters and direct e-mail campaigns, we at CHEMIE.DE always consider the net open rate. Only e-mails that actually reach the recipients will ever have the chance to be opened. (The proportion of undelivered e-mails is…